Twingly TV/radio report: Public broadcasting gets linked the most from blogs

There is lots of talk about the so called “second screen” these days, meaning that viewers of live TV use their smartphones and tablets for interacting with other people watching the same show or movie, via Twitter, Facebook or dedicated second screen apps.

People want to engage with the content they consume, and they want to tell others about it. Thus, it is no surprise that many blog posts discuss current or upcoming TV shows, and often in a more comprehensive way than what’s possible in 140 characters.

For us at Twingly that was reason enough to analyse which of the websites and TV stations are being linked to from blogs the most. We published the results as a PDF report last week. For everybody who doesn’t understand the Swedish language, here is a summary of the results:

During the last 4 month, we found 18.000 links from blogs to Swedish TV and radio websites, with Public broadcasting service being the clear winner in regards to engaging the blogosphere.

81 percent of all links to the websites of Swedish TV channels referred to the Swedish public broadcasting TV SVT, with privately run free TV station TV4 capturing 9 percent of the links from blogs. SVT’s coverage from the Olympic Games in London turned out to be the most engaging TV content in the blogosphere during the past 4 month.

Even when looking at the various video-on-demand services available in Sweden run by TV stations and dedicated video services, SVT gets the lion’s share of the links with svtplay.se (54 percent), with tv4play.se coming second (31 percent). Newly launched Netflix hasn’t gotten too much of the Swedish blogosphere’s attention yet, although that might change in the future.

Among links to Swedish radio stations, an impressive 99 percent go to sverigesradio.se, the website of the Swedish public broadcasting radio.

We also had a look at the websites of international TV stations and how much their content is being discussed in the global blogosphere. With 66.147 links from blogs in the past 4 month, BCC.com ranks highest among the major TV stations, followed by CNN.com with 55.896 links and foxnews.com with 17.118.

If you want to see a detailed visual ranking for the different categories we examined, have a look at the 8 page report (PDF).

Interview with Matti Palm from Greenhill Relations about Twingly Insight

Här kan du läsa intervjun på svenska.

On Wednesday we revealed Twingly Insight, blog analytics for professionals. Matti Palm works at the Swedish PR agency Greenhill Relations and had the chance to try Insight before the public launch. We have asked him a couple of question about his first impressions, why blog analytics are important and who can benefit from them the most.

Who are you and what are you working with?
My name is Matti Palm, I’m PR consultant with a background in journalism and media analytics. Together with my colleagues I run Greenhill Relations, a PR and communications agency with a clear focus on social media consultancy.

At Greenhill you have been doing blog analytics for a while now in cooperation with Twingly. Why do you think that is important?
The blogosphere is complex and consists of several different clusters of blogs, for example political blogs, fashion blogs or tech blogs. Without a deep analysis you don’t know which blogs are the leading ones and which are those that everybody else listens to.

On Wednesday Twingly launched Insight and you already had the chance to try it. What do you think about the tool?
I love statistics, thus I naturally see a lot of value in Insight. But Insight isn’t only for statistic geeks. Twingly is the only player which has raw data about blogs which reaches many months back into the past, which is a requirement for being able to create meaningful blog analytics.

How do you at Greenhill use Twingly Insight and the information you gather?
In our eyes the best way to start with a new client is with an extensive analysis. In the cases when that is possible the analysis creates a solid basis to work with during upcoming years and a shared understanding about the status quo and what needs to be done.

How do you think Insight will help companies and who can benefit the most from using the service?
I hope people will try to gain answers to real questions when looking at the stats, instead of only using it to see whether their own activities paid off and to get key metrics. In my eyes the best start would be concrete questions like “What are we going to accomplish if we start a blog” and “Which role will our blog play within the existing blog landscape”. With Twingly Insight you can get answers to those questions. Those who will benefit from Insight the most are information and communication professionals at companies and PR agencies, but also planners working at advertising agencies as well as customer support representatives.

Twingly and Greenhill will together hold courses on how to do a blog analysis (in Swedish only). Can you tell us a bit more about this initiative and who should participate?
Yes this will be a lot of fun! Our goal is to help people to get started and succeed with the analysis. But we’ll also discuss a lot about how to use the data you gather. Information and communication professionals as well as PR consultants are our main target group, but I hope we will be able to attract even other people interested in or working with the field of blog analytics and social media.

Here you can read more about the courses (in Swedish).

How do you personally think the blogosphere will evolve in the next years? Will people blog more or less?
I’m not sure if they will blog more or less. But blogs are really the core of social media and will continue to be so. Think about it: There is nothing better to tweet than then link to your latest blog post.

Intervju med Matti Palm från Greenhill Relations om Twingly Insight

Here you can read this interview in English.

På onsdaglanserade vi Twingly Insight, vår verktyg för professionella blogganalyser. Matti Palm jobbar på PR-byrån Greenhill Relations och har kunnat testa Twingly Insight innan lanseringen. Vi har frågat honom om vad han tycker, varför blogganalyser är viktiga och vem som kan dra mest nytta av dem.

Matti Palm

Berätta vem du är och vad du jobbar med.
Jag heter Matti Palm och är PR-konsult med ett förflutet inom journalistik och medieanalyser. Nu driver jag, tillsammans med mina kollegor, Greenhill Relations. Vi arbetar en hel del med rådgivning kring sociala medier.

På Greenhill har ni gjort blogganalyser sedan länge i samarbete med Twingly. Varför tyckte ni att det var viktigt?
Bloggosfären är komplex och består egentligen av flera olika kluster av bloggar, exempelvis politikbloggar, modebloggar eller teknikbloggar. Utan en analys vet man inte vilka bloggar som är viktiga, vilka de andra lyssnar på, bland annat.

Nu har Twingly lanserat Insight och du har kunnat testa tjänsten redan innan. Vad tycker du om den?
Jag älskar ju statistik, så här får jag såklart allt jag behöver i den vägen. Men det är inte bara det. Twingly är den enda aktören som har rådata från bloggar som sträcker sig många månader tillbaka. Och har man inte det så måste man veta i förväg vad man kommer att vara intresserad av när man i framtiden vill göra en analys. Så strukturerad är inte jag, helt enkelt!

Hur använder ni på Greenhill tjänsten och vad gör ni med informationen ni får ut?
Vi älskar att starta arbetet med en ny kund med en grundlig analys. Det är såklart inte alltid praktiskt möjligt. Men i de fall vi gjort det så har analysen skapat en grund att stå på i flera år framåt. Det skapar också en gemensam förståelse tillsammans med kunden hur spelplanen ser ut.

På vilket sätt tror du att Insight kommer hjälpa företag och vem kan egentligen ha nytta av tjänsten?
Jag hoppas att folk kommer att ställa verkliga frågor när de tittar på statistiken och inte bara använda den till att följa upp sina egna aktiviteter och nyckeltal. Jag vill helst starta med en konkret fråga, exempelvis: vad kommer vi att kunna åstadkomma om vi själva startar en blogg? Vilken roll kommer den bloggen att få? Sådana svar kan man få med Twingly Insight. De som först och främst kommer att använda den är informationsproffs på företag och PR-konsulter. Men jag tror att många fler skulle kunna hitta på saker som jag inte kan tänka mig, exempelvis planners på reklambyråer och kundtjänstansvariga. Jag skull gärna göra en analys tillsammans med dem!

Twingly och Greenhil kommer tillsammans hålla kurser om hur man gör blogganalyser. Kan du berätta lite mer om kursen och vem som borde komma?
Ja, det ska bli jätteroligt! Vi kommer att hjälpa folk att komma igång och göra en analys. Men vi kommer nog lika mycket att diskutera vad man kan ha en analys till. Framförallt tror jag informationsproffs på företag och organisationer och PR-konsulter som vill kunna sälja analyser kommer. Men jag hoppas också att vi kan locka andra, exempelvis de jag nämnde tidigare, folk från reklambyråer och kundtjänstansvariga.

Här kan ni läsa mer om utbildningen.

Vad tror du personligen om hur blogosfären kommer utvecklas de närstma åren? Kommer folk bloggar mer eller mindre?
Jag vet inte om det blir mer eller mindre. Men bloggar finns verkligen i centrum av de sociala medierna. Det finns inget bättre att twittra om än sitt senaste blogginlägg!

Today we’re launching Twingly Insight – blog analytics for professionals

Today we’re proud to launch our new product Twingly Insight – blog analytics for professionals, providing downloadable spreadsheets of blog data that supports you in creating your own process for analysing social media.

Twingly Insight is one of the most advanced ways to analyse the blogosphere; brands, topics, events or anything else that you want to monitor. You simply search as you would in a normal search engine and get all the search results, data and statistics in one single Microsoft Excel file.

Every report includes both, rich data on the included blog posts and top lists of most occurring blogs as well as tags, links and more.  Twingly Insight serves as a basis for lots of different analysis purposes, especially for  you, who are PR professionals, marketeers, media strategists, planners, political strategists, journalists and social media specialists.  We hope that Twingly Insight will be a useful tool for everyone in need of a chunk of specific blog data for their projects, whichever these are.

Do you want to try out Twingly Insight? Get started right away and download your first spreadsheet in minutes from now!

“Social media is neither a guarantee for increased revenue nor a temporary trend”

Dieses Interview gibt es hier auch auf Deutsch

Last week we published an interview with the Twingly co-founder Björn Milton who after years in the startup business decided to do something totally different: That was to open a hotel on the Swedish island of Gotland.

We stay with the tourism industry even in today’s interview with Tobias Görgen, one of the two co-founders of Toocan, a social media monitoring company from the German speaking region that uses the Twingly API to gather data about the blogosphere.

The startup has offices in Berlin and Vienna and focuses on providing monitoring services for medium-sized tourism companies. We talked with Tobias about the specific challenges the tourism sector is confronted with in the ear of social media.

Please give our readers a short introduction about Toocan.
About a year ago I met Alexander Löbbecke who has many years of experience with software development in the media sector. At that time I had many ideas surrounding social media and it’s effect on medium-sized companies. So within weeks we started to built Toocan: an intuitive tool which enables not only big brands but also medium-sized firms to monitor what consumers say online about companies, products and trends.

Since we wanted to have a clear focus we decided to target the tourism industry. That market is highly depending on guest reviews and if you think about your own travel planing, often recommendations by others are decision-making factors. Our client base consists of many hoteliers, travel destinations and tour operators.

What is the difference between a broad social media monitoring service and one like yours which focuses on the tourism sector?
The main difference are the sources: Besides the major social web platforms like Facebook, Twitter and YouTube and the main media outlets, we collect data from travel and review websites as well as from travel blogs and travel news sites.

What is the typical problem that your clients want to be solved?
Most medium-sized companies lack resources to get themselves a thorough overview about what’s been written on the web. Thus they appreciate our automated monitoring. Many clients not only want to monitor their own products and services but also those of competitors.

Do you have an example for a specific case where you could help a client?
Yes: The leading hotel chain Best Western used Toocan to monitor the social media buzz about all their 200 hotels in Germany. While it’s already hard to manually stay up do date about the social web chatter regarding a single hotel, it’s impossible to do that for 200, so we could really help them. Another example is the family-run travel organizer Corfelios which has specialized in trips to the Greek island of Corfu. They use Toocan to monitor who plans a trip to Greece (e.g. through tweets) in order to approach those users with travel offers.

How do you use Twingly?
Twingly is a great way for us to monitor all those blogs out there, since we can’t keep track on all of them manually. Thanks to Twingly we were able to perform a quick and successful launch.

What challenges do you see for the tourism industry in the era of social media? What has gotten better, what more difficult?
Tourism has become much more transparent. All guests now can rate and describe their experience on one of the many travel websites, often including visual “evidence” like photos or videos. That sometimes creates a contrast to the high quality photos published by some travel operators and hotels. I expect this to become even more common with the rise of smart phones and tablets. For the industry this is both good and bad: Potential flaws are exposed, but companies can also react and use this chance to improve. That of course requires that they get to know about the feedback and criticism posted on the web.

Which advise can you give tourism companies on how to adapt to the changing landscape?
Social media is neither a guarantee for increased revenue nor a temporary trend. Companies and hotels should have realistic expectations. But social media definitely is a new kind of communication. You can either participate in that communication or not, but the latter means that you miss out on a lot potential. At Toocan we offer a basic service that allows companies to simply listen, which is the basis of communication.

Where can companies meet you?
We have offices in Berlin and Vienna, but we meet a lot of clients on fairs like the ITB Berlin, the Travel Expo Cologne or the CMT Stuttgart. Or we can meet where the companies are located.

“Social Media ist weder Umsatzgarant noch ein vorübergehender Trend”

You can read this interview also in English.

In der vergangenen Woche berichteten wir im Twingly Blog über Twingly-Mitgründer Björn Milton, der sich nach vielen Jahren in der Startup-Welt entschloss, ein Hotel auf der schwedischen Insel Gotland zu öffnen. Auch heute bleiben wir beim Thema Tourismus: Toocan ist ein Social-Media-Monitoring-Dienst für den deutschsprachigen Raum, der sich besonders mittelständischen Tourismusunternehmen empfiehlt. Das junge Unternehmen mit Büros in Berlin und Wien nutzt Twinglys API, um Daten über die Aktivität der Blogosphäre abzurufen. Wir haben uns mit Gründer und Geschäftsführer Tobias Görgen über die speziellen Problemstellungen der Tourismusindustrie im Social-Media-Zeitalter unterhalten.

Bitte stelle Toocan kurz und kompakt vor.
Ich habe vor genau einem Jahr meinen jetzigen Geschäftspartner Alexander Löbbecke kennen gelernt. Er verfügt über viele Jahre Erfahrung in der Software-Entwicklung im Medienbereich. Ich hatte recht viele Ideen angesammelt, die sich vor allem rund um das Thema Social Media im Mittelstand drehten. So entstand binnen weniger Wochen Toocan: Eine intuitives Tool, das es nicht nur den großen Marken erlaubt, zu beobachten, was Konsumenten im Internet über Unternehmen, Produkte und Trends sagen.

Da wir uns beim Markteintritt fokussieren wollten, entschieden wir uns für die Tourismusindustrie. Dieser Markt ist extrem bewertungsabhängig und wenn man an seine eigene Reiseplanung denkt, dann sind Empfehlungen oft ausschlaggebend. Somit sind viele Hoteliers, Destinationen und Reiseveranstalter sowie deren Agenturen unter unseren Kunden zu finden.

Ihr fokussiert euch auf die Tourismusindustrie – welche Unterschiede zu herkömmlichen Social-Media-Monitoring-Tools gibt es?
Vor allem sind die Quellen andere: Neben den wichtigen Social-Web-Plattformen wie Facebook, Twitter und YouTube erheben wir auch Daten von Bewertungsportalen, die vor allem in der Reiseindustrie von großer Bedeutung sind. Darüber hinaus finden sich viele Reiseblogs und Newsseiten neben allen anderen gängigen Medien bei uns wieder.

Was sind die konkreten Problemstellungen, mit denen sich eure Kunden an euch wenden?
Die meisten Mittelständler tun sich schwer dabei, sich überhaupt einen Überblick zu verschaffen, weil personelle aber budgetäre Ressourcen meist knapp sind. Da kommt vielen eine automatisierte Beobachtung gerade recht. Da wir nicht nur das eigene Unternehmen für den Kunden monitoren können, sind viele auch z.B. an einem Vergleich zum Wettbewerber interessiert und wollen ihren “Nachbarn” etwas unter die Lupe nehmen.

Hast du ein Beispiel für einen speziellen Case, bei dem ihr einem Kunden besonders helfen konntet?
Best Western, die mit uns alle ihre 200 Hotels im Deutschland beobachten. Schon eigenhändig und manuell ein einziges Hotel zu verfolgen, ist in den Weiten des Webs kaum machbar. Mit mehreren Häusern bzw. Produkten und Themen ist ein Monitoring-Tool unabdingbar. Auch interessant ist der kleine Reiseveranstalter Corfelios. Das Familienunternehmen hat sich auf die Nische Korfu-Reisen spezialisiert und beobachtet über Toocan, wann jemand einen Urlaub nach Griechenland plant und sich entsprechend im Netz äußert, um dann proaktiv ein Angebot zu machen.

Auf welche Weise nutzt ihr Twingly für eure Produkte?
Twingly ist eine tolle Ergänzung für die Vielzahl an Blogs da draußen. Man kann nicht immer und überall wissen, wann es wieder einen neuen, interessanten Blog gibt. Twinglys Expertise hat uns in diesem Bereich somit einen schnellen Start ermöglicht.

Welche Herausforderungen siehst du für die Tourismusbranche im Zeitalter von Social Media? Was hat sich für Hotels und andere touristische Einrichtungen zum Besseren entwickelt, was zum Schlechteren?
Touristische Anbieter sind sehr transparent geworden. Jeder kann seinen Gastgeber nun auf diversen Portalen öffentlich bewerten und sogar Foto- und Filmmaterial bereitstellen. Dies relativiert dann die Hochglanzbilder mancher Anbieter und wird sich durch den Trend von Smartphones und Tablets künftig noch stärker entwickeln. Für die Branche ist dies Fluch und Segen zugleich: Potentielle Mängel werden aufgedeckt, jedoch können die Unternehmen auch darauf reagieren und sich verbessern. Dies setzt natürlich voraus, dass sie überhaupt von Kritiken und Anregungen im Internet mitbekommen.

Welche Tipps würdest du Hotels und anderen Anbietern der Tourismusindustrie geben, um sich an die veränderten Rahmenbedingungen durch Social Media anzupassen?
Social Media ist weder Umsatzgarant noch ein vorübergehender Trend und man sollte einen realistischen Anspruch haben. Aber es ist definitiv eine neue Art der Kommunikation. An dieser Kommunikation kann man sich beteiligen oder auch nicht, würde aber dann viele Chancen ungenützt lassen. Toocan bietet unter anderem an, dass man zumindest “Zuhören” kann, was die Grundlage einer jeden gesunden Kommunikation ist.

Wo können Interessierte euch persönlich treffen?
Wir haben zwar Standorte in Berlin und Wien, treffen unsere Kunden aber meist auf Messen wie der ITB Berlin, der Kölner Reisemesse und der CMT Stuttgart, oder auch gerne bei ihnen vor Ort.

Next Stop: Research & Results in Munich

Next week I will be in Munich, attending the market research conference Research & Results (26th + 27th of October) as a visitor.

During the last year I learned really a lot about the entire social media monitoring industry. Thanks to our data clients, who gave me during lots of interesting chats and discussions a great insight into the challenges and beauty of their work!

Now, on the other hand I do not know so much about the classic market research environment. I therefore hope that the quite useful looking sessions as well as meeting lots of people from the industry will give me a deeper insight into that area of services.

The only thing that I do know, though, is that even in classic market research social media sources from Twitter, Facebook, blogs and other communities become increasingly important. When browsing the offerings of the different suppliers exhibiting at R&R, I found that quite some of them even help companies to set up their own communities and blogs and help them to draw their customers to it. That way the companies get an insight of what people there think about their brands and services.

However, not everyone engaging with a brand or service is involved in these especially created environments. It is at least as important, if not much more important, to monitor what is going on outside ones own bubble.

Anyway, I hope to learn a lot more during next week about how market researchers think as well as their methods of collecting the information most valuable to their customers!

Drop me a line if you fancy catching up over a coffee or so, or simply call me. I might also check Twitter once in a while.

Anja Rauch

P.S.: We couldn’t resist setting up a Liveboard for #rr2011

Data – How Twingly helps Media Monitoring Businesses

Everybody is talking about data from social media sources and the opportunities for businesses it brings, if one  knows how to use it. But how, is the question often asked. And – do we really have to?

This year, NEXT Conference in Berlin had Data as its main topic, and in various sessions it was discussed how important data nowadays is for businesses. In autumn there will be the Research & Results in Munich where mostly market researchers come together to discuss the new challenges that collecting data from social media sources brings.

Recently I chatted with someone in classic market research about this, and it became evident that especially data from Facebook, Twitter and Blogs become increasingly important for that area.

Why is data from blogs and social media platforms increasingly important?

Blogs, Twitter and Facebook  are only some examples of the platforms (see Ethority’s social media prism to the right)  where consumers are and exchange their views with their friends as well as with the entire community. So everybody running a business knows that one has to be where ones customers are, in order to understand their needs, develop the products they want and most importantly – sell these products as well as offering great customer service.

But one does not only need to be present where ones customers are. One also wants to listen to what they have to say in general.

The competition is on – how popular is my product in comparison to others? Do people love my brand or do they hate it? Did they ever hear about it? Only who knows that can really optimise their products and services, find their niche, get the most out of it – and even come up with new innovative ideas for products and services, knowing the potential benefits they bring to ones customers. Maybe one would even need to find new customer groups?

Then, of course the big question is, how on Earth do I find out what’s been said about me or my brand(s)?

There are a lot of media monitoring services around – and the often quoted dilemma is that there is no service that satisfies all needs and wishes. Well, I guess that’s why there are that many around in the first place. Some of them are either specialised in a certain niche, like i.e. media monitoring for the finance or the travel sector, or they simply try to develop their services to be the best all-round solution and compete with each other that way.

Regardless which way media monitoring companies choose, we at Twingly can deliver blog data to all of them.

In fact, we get quite a few requests about our blog data and the number of our data customers more than doubled during the last 12 months.  These are all our  API Customers , as we call them.

So let us tell you a bit more about how we could potentially support your media monitoring business with our blog data!

We actually have 3 API’s.

Number 1: Livefeed –  This is raw blog data at its finest.
You get all blog data as an XML-feed at the same time as when it enters our system. You can then save the data at your end, and perform the analysis you want to do. You subscribe per language and we give you access via an API-key. Livefeed is mostly used by our bigger clients such as Radian6 and Meltwater Buzz, who then feed our blog data into their system as additional sources.

Number 2: Analytics – 0ur search-API.
This API is based on our blog search – here you can just throw a bunch of keywords into the search interface and get results across all languages (or just specific ones) and that up to 4 months back in history.  Twingly Analytics is suitable for media monitoring services that don’t want to deal with the super-technical side of things but that actually want to get results for certain keywords directly out of the pool of blog data. The results come as an XML-feed and can then be used for further analysis on their own system. Silobreaker’s services are a good example for using our search API in order to find additional sources in blogs about certain topics – for example their news trends.

Number 3: RSS-API – the best of basic!
You probably know that you can search on Twingly.com for a certain keyword (i.e. Twingly as a brand) and that you can subscribe to the results via RSS for free? Now, some of you might want to use this feed commercially and at a higher volume. Then you can get an API-key from us which allows you, against a low monthly fee, to use this feed for your purposes. That can be media monitoring, but you could also use it to create a customised top list of blogs that talk about your products. The Swedish publisher Norstedts created a top list of blogged about books that they choose by using the RSS-API.
Now, if you want to know more about any of these feeds and their technique, you can either contact us or you are welcome to check out our FAQ and get back to us with specific questions.

P.S.:
A bit earlier this year, we presented some of our customers, including interviews with Silobreaker and Radian6.

If you are from Sweden and looking for some companies that do media monitoring, then you might want to check out Mediebevakare.se as well, where a lot of Swedish media monitoring companies present their tools and services.

We at Twingly founded Mediebevakare.se, because like you we felt that an overview of all the different media monitoring services available is needed . So please check it out and spread the word if you know someone who is looking for a service, or if you know a tool that should be listed as well.

If you have a media monitoring business on the Swedish market but you are not based here, feel free to set up your presentation on Mediebevakare anyway. We can help you if needed – just let us know!